Consumer and Enterprise Packaging
MetaDesign, San Francisco
McAfee is the world’s largest dedicated security technology company and approached MetaDesign to reinvigorate the packaging system and to express the company’s mission: liberating consumers from worry about PC threats.
The change from point products to comprehensive solutions was a strategy that moved away from literal metaphors towards a more emotional connection to the audience. I directed the team with the design of a unique, easily identifiable family of product packages differentiated through proprietary photography applicable to both consumer and enterprise. A total of thirty-two packages were created including multiple bilingual for Canada and Europe for consumer and enterprise
All package concepts were subjected to qualitative testing in the United States, Europe and Asia.
Jane Brown, Creative Direction
Karen Sivak, Project management
Sean Ketchum, Strategist
Scott Hammond, Packaging designer
Dante Carlos, Design
Jeff Allison, Production
Bill Hill, Advisor
Photography: David Martinez